Cra Brand Equity Analysis

A STUDY ON CONSUMER PERCEPTION OF BRAND EQUITY WITH REFERENCE TO CERA

Mr. Tripurantakam Vikas

II Year MBA Student, School of Management,

SASTRA University, Thanjavur, South India.

Email id: [e-mail] Dr. V. Srinivasa Kumar Associate Professor, School of Management,

SASTRA University, Thanjavur, South India

ABSTRACT

Brand Equity is the added value with which a given brand endows a product. To gain competitive advantage through successful brands, strong Brand Equity leads to opportunities for successful brand extensions, resistance against competitor’s promotional efforts and creation of barriers to competitive entry. The primary objective of the study is to measure Brand Equity of CERA with reference to consumers with the

All this will influence the Brand Loyalty and had a positive significant relation between Brand Loyalty and its attributes. CERA is an environmentally safe and responsible brand, sustainable brand and brand with a good reputation, more beneficial to society’s welfare than other brands and doesn’t contribute something to society all this will influences the Sustainability and had a positive significant relation between Sustainability and its attributes. CERA products are well made, reasonable priced, brand that makes you to enjoy, feel good, offers value for money and provides products that are consistent in quality and meeting the industry standards. All this will influence the Perceived Value and had a positive significant relation between Perceived Value and its attributes. CERA are extremely high in quality, high in functionality, high in durability and high in performance. All this will influence the Perceived Quality and had a positive significant relation between Perceived Quality and its attributes. The Anova result shows there is a relationship between place of living and Brand Loyalty. There is a relationship between age and Perceived Value. There is a relationship between place of living and Perceived

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